Robert from public relations to public engagement

From Public Relations
to
Public Engagement

change will never be this slow again

2009 2010 2011 2012

bonchek’s six shifts
MEDIA:
from AUDIENCE to COMMUNITY

INDIVIDUALS:
from CONSUMER to CO-
CREATOR
BRANDS:
from PUSH to PULL

ORGANISATIONS:
from HEIRARCHIES to NETWORKS

MARKETS:
from PRODUCTS to PLATFORMS

LEADERSHI
from CONTROL to EMPOWER
P:

communications and
the evolution of influence
yesterday today
Social Advocists

PLATFORMS / AGGREGATION SITES
Employees
Citizen
Elite Consumers

COMMUNITIES
Elites

Mass
Mass

analogue social digital

authority humanity

my my influence
clover network

public engagement:
the evolution of public relations
WHY PE? WHY HOW DO WE TALK
NOW? ABOUT PE?
PE is how Edelman sees the The world is increasingly Communications today is as
world of communications. complex. Authority and much about what we do as
consumer power continue to what we say. It advances the
It’s the operating framework disperse. Business needs to shared interests of business
within which we work. It behave and communicate and society in a finite, fast-
provides strategic guidance differently. And change will fail world. It needs to be
and defines measurable never be this slow again. open, honest and frequent.
outcomes.
PE helps Edelman play in an
It is our belief that evolving and competitive
communications now has to landscape of digital
expand to fit the mantra of networks, media agencies,
Public Engagement – we ad agencies, CRM, research
have to be able to firms and management
understand and advise on consultancies.
business strategy as well as
business communications.

at heart, PE is:

bottom-up; social; transparent; values-led; rooted in action
PE ultimately gives businesses the License to Lead

seven behaviors
UNDERSTAND that everyone can be an activist now

LISTEN to regular people

PARTICIPATE in the always-on conversation

CREATE and co-create shareable content

BUILD narratives to navigate the media clover

PRACTICE genuine transparency

RECOGNIZE that good business needs profit + purpose + engagement

seven human connectivity
Mathematics (and the algorithms
that drive search and social) are

trends
shaping the networked world in
which we live - but it is real people
who provide the content and
shape the stories. Empathy and
humanity are key

citizens rising unseen possibilities
The dispersion of authority We still have no idea what
away from traditional power technological possibilities lie
structures will only increase in ahead and change is never
speed - and a new era of going to be this slow again
accountability to regular
people is the inevitable result

brand orbits & the death of push shared interests; finite capital
Smart companies and brands of Demography not democracy
the future recognise that may now be society’s greatest
pushing out messages will get challenge – and while human
them nowhere; creating resources are infinite,
‘gravitational orbits’ that allow planetary (and financial)
clusters of shared interests to resources are not. Shared
form and ‘pull’ audiences interest models will help
represents the engagement of business play a leading role in
the future developing solutions
from license to operate to
the mobile tipping point the licence to lead
The future is mobile and the Businesses will move from
next generation will be compliance culture to leadership
empowered like never before based on values. A new social
contract emerges that
recalibrates the relationship
between government, business
and civic society

Robert from public relations to public engagement

More Related Content

What's hot (19)

Similar to Robert from public relations to public engagement (20)

Robert from public relations to public engagement